I've been warning friends and family about it for years back before it was well known, my first email about it was 2015. Their reaction has been one of three things; you're too paranoid, who cares so what, and stop talking to me. I've always made a variety of suggestions and updates on general security issues, even beyond the Intel ME problem, to friends/family via email.

It is not just a matter of apathy. They get violently ill at being told to think about protecting themselves. If you tell them not to put their debit card into an ATM without giving the card reader a tug to see if its real first for example, they'll do it wrong anyway just to spite you. It isn't that giving the tug is hard or that it isn't wise, but they simply do not want you to be right or have to think about it.

Admitting that you are right about that one little thing means they have to deal with all the other issues that you brought up as well. There is probably an interesting field of psychology to be researched with just that phenomena alone. I don't think this is just the people I know personally because I've encountered a lot the public who has this mindset as well. It is how we got ourselves into these problems in the first place with no recourse.

I stopped sending the emails about a year ago because they asked me to. The reason stated is that no one cares about security and a number of them had already auto-forwarded me to the junk folder. Or, told me they saw my name and would skip my emails and not open them. I don't even feel like bringing it up again now that it is a going concern. They will continue to not care.

I find it frustrating.

EDIT: I've disabled Intel ME on my machines. I would offer to do it for others but they'd have to acknowledge it's something that concerns them to want that help, and they won't.